BSBMKG417 - Convergent and Divergent Marketing Tools Assessment

This report provides an analysis of convergent and divergent marketing tools used in business. It explores how convergent marketing, a modern business approach, integrates with customers using multiple digital media channels. The report contrasts this with the divergent media environment, which utilizes traditional media to reach broad audiences and cater to diverse customer needs. It discusses the application of convergent tools, such as social media advertising, within a divergent environment by linking them with traditional platforms like news sites and television. The document also addresses identifying a convergent environment within an organization, preparing cross-sector marketing tools, and applying convergent marketing communication while considering financial implications and technical capabilities. The report concludes that both convergent and divergent tools are valuable for business development, with appropriate marketing strategies being essential for organizational success.

Divergent and
Convergent tools
Assessment 3

Introduction
 The presentation provides an analysis
of the convergent and divergent
marketing tools for business
 The manner in which convergent
marketing can be identified is
described in the presentation
 The application of the convergent
marketing communication is also
provided

Convergent tools
 Convergent marketing tools can be
considered as a modern form of
business approach
 It is usually used by companies to
gain information and integrate with
the customers
 It uses more than one digital media
to convey messages to customers
and promote its products

Divergent media
environment
 The divergent media environment
involves the application of traditional
media such as television
 Helps in identifying the marketing
segmentations
 Ensures that needs of every
customer is fulfilled
 It presents different media types such
as news site and news blogs

Convergent tools used in divergent
environment
 Convergent tools such as social media
advertisement can be applied in a
divergent environment
 The application can be linked with the
news site and television so that similar
advertisements can be used in the social
media
 The mixing of offline and online marketing
tools can be done for ensuring
profitability of the organisations

Identifying convergent environment
 In an organization, convergent
environment accounts for the
development of modern technologies
 Social media as well as development of
mobile applications can be used as
successful convergent tools in the
environment
 Convergent environment can be
associated with the development of
modern technologies in a organization

Preparing cross sector marketing
tools
 Cross sector marketing tools such as
application of online and offline
communication tools can be used
 The implementation of online and
offline marketing tools can provide
organizations with an added
advantage in gaining opportunities
 It can help in creating a diversity in
the business

Applying convergent marketing
communication
 The application of convergent marketing
communication can be associated with the
changes brought about in the organizations
 The financial calculation of the organization
need to be done so that implementation of
the cheapest tool can be used
 Convergent marketing can be applied by
enhancing the technical prowess of the
companies

Conclusion
 Therefore, it can be concluded that
convergent tools are useful for
enhancing modern business
 The divergent business environment
is still considered as one of the best
development tools in the business
 Appropriate marketing tools can help
in the development of business

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